© 2009 Cisco Systems, Inc. All rights reserved.Cisco Confidential 1 Managed Services Channel Program Next Generation WW Channels August 2010

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

Managed ServicesChannel ProgramNext Generation

WW Channels

August 2010


Why Managed Services?

Global IT spending growth = 5.1% CAGRGlobal Manages services spending growth = 25% CAGR

Businesses

Environment

Cisco Partners

Managing Expenses; CapEx => OpEx Employee Productivity Customer Satisfaction Technology Leverage, Risk

Economy forcing alternatives Power requirements “X as a service” culture Virtual vs. in-person acceptance

Seeking New, high value, recurring revenue Innovative service delivery models Integrated “on-demand” services Accelerated time to value

ManagedServices

$68B>16% CAGR

(2013)


Market Landscape

“By 2013, Hosted UC will represent 30%+ of Cisco’s addressable UC market.”

“Major global telcos…leveraging formidable existing centralized computing and network management assets.”

“20% of companies will no longer run ICT equipmentin-house 3 years from now.”

…Changing Customer demands: In 2–5 years 40 % of business customers will buy ICT from the cloud.


Why Managed and Cloud Services

Managed/Cloud Services

$217B15% CAGR

(2014)*

Business Environment Cisco Partners

Power needs X as a service

culture Virtual vs. in-

person acceptance Social Networking

Generation

New, high value,

recurring revenue Innovative service

delivery models Integrated “on-

demand” services Accelerated time

to value

Economy ForcingAlternatives

Managing Seeking

Globalization CapEx vs. OpEx Technology risk User experience

* Forrester Research, Jan 2010: Cisco commissioned research on Global Managed Services Opportunity


What is Cloud?

PaaS

SaaS

IaaS

Source: Cisco IBSG

Cloud Computing (Public Cloud)

Anywhere, Anyone, Any Service

IT Resources and Services that are abstracted from the underlying infrastructure and provided “On Demand” and

“At Scale” in a multitenant and elastic environment


Consumption Models Evolve with TechnologyNew Rules. New Game

Next Generation Data CenterNext Generation Data Center

Cisco Customer Premise

Equipment

CPE-based Services

Hosted Collaboration

Solutions

IaaS(Compute,

Network, Storage)

SaaS

CPECPE

Managed & Cloud Services

DeliveryPlatform

ConsumptionModel Dedicated On-Demand

Managed ServicesClassic Resale


Technology sold to customer by partner

Maintenance Services may be included

Technology or XaaS sold or leased to customer by partner

Proactive Monitoring and Management from partner’s Network Operations Center (NOC) as outlined in Service

Level Agreement

Technology sold or leased to customer by partner

Long term contract including physical assets and human

resources

The Cisco Managed Services Channel Program is one of three offer types in Cisco’s Channel Partner Program.

Managed Services Channel Program

Tailored to reward partners who deliver Cisco technologies as a managed or cloud service.

Resale Managed Services Outsourcing


Certified staff and

processes

ProactiveSLA with the end customer

Tiered NOC requirements

Discounts

Managed Services Channel Program Framework

Rewards

Requirements

Branding

Financial RewardsEscalating Discounts, Rebates, Incentives

Marketing RewardsEnvision, Build, Market and Sell

Master logoCisco Powered logo

Audited at top two levels of the programWhite labeling opportunity across all levels


Information Technologies Delivered as a Cloud or Finished Solution, Managed Remotely by Highly Skilled Professionals from a Network Operation Center (NOC)

Managed Services Are Proactively Monitored and Providers Can Troubleshoot Incidents from the NOC, According to Defined Service Level Agreements (SLAs) Negotiated with End Users

Managed Services are often Offered on an Operating Expense Basis That Requires No Capital Outlay for the End User Customer

Qualifying MSCPtransactions must meet the following:

SLA with terms > than 12 months between partner and end user customer

SLA must define service obligations

Customer equipment must be proactively monitored from the partner’s NOC

Define Managed Services

How does Cisco define Managed Services?


Three levels with graduated benefits and requirements based on depth of capabilities:

ManagedServicesAdvancedManaged

ServicesExpress

I Eligible to apply for Cisco Powered Managed Services I

Cisco MSCP criteria based on major industry framework: Information Technology Infrastructure Library (ITIL®)

Cisco conducts independent third-party audits of partner NOC procedures and capabilities

Annual renewal

Program Structure

How is MSCP Structured?


All products covered by an end user SLA

Point of Sale Reporting

Direct Cisco Contract or valid ICPA

Subject ATP or Specialization required for any restricted products

Cisco-based MS offers = 2

SLA and references

ITIL¹ = 1

CCIE² = 2

Premium ITIL processes and defined SLA reports and metrics


SLA and references

ITIL¹ = 1

CCNP² = 2

Basic ITIL processes and defined SLA reports and metrics


SLA and references

ITIL¹ = 1

CCNA² = 2

Allow white label collaboration with Master or Advanced MSCP partner

NOC Audit

Levels

Express

Advanced

1 = an individual with an ITIL Foundation certificate (version 2.0 or later)

2 = highly recommended that one individual be certified in SP Operations

Program Requirements

What are the program requirements?

NOCRequirements

CertifiedPersonnel

CommonRequirements

ServiceOfferings


Graduated discounts by program level for products on the Global Price List**Restricted products still require corresponding qualifications

New Master Managed Services logo and Cisco Powered Managed Services

Get access to resources to help you envision, build, market, and sell your services

Connect with the members of the Managed Service Community

What are the Program Benefits?

Managed Services Community Branding and RecognitionProduct Discounts


Accelerate Your Managed Services Success

Target most profitable services Engage in strategic planning Quantify business impact and align with goals

EnvisionEnvision

Increase staff expertise and optimize network Reduce risks and costs Facilitate highest standard of service delivery

BuildBuild

Increase demand for services and expand market share Connect customers faster Accelerate time-to-revenue

Market & SellMarket & Sell


Managed/Cloud Services CommunityBenefits for Partners at Two Levels

Case studies *

Envision (Service Creation) resource kits

Business analysis tools

Best practice resources

Custom managed service market research

Market intelligence update

Marketing benchmarking studies

Partner Practice Builder NEW

Managed/Cloud Services Insight Group Subscription NEW

Cisco brands *

Co-branded press release *

Cisco Live Partner Pavilion *

Cisco Partner Summit NEW *

Partner Space

Sales and marketing toolkits

Vertical industry resources

Go to market DG plays NEW

Sales training

Educational webcast series

Campaign Builder NEW

Partner Marketing Central NEW

Online technology practice labs *

Networkers @ Cisco Live benefits *

CCIE support *

Service designation architectures

Technical whitepapers and best practices

Technical training courses 200+

Educational webcast series

Envision BuildMarket

andSell

ManagedServicesInsight


MSCP Benefits PortalConvenient access to all the tools you need

Find the benefits you need, delivered the way you need them

Go to: http://www.cisco.com/web/partners/pr11/mscp/benefits/index.htmlGo to: http://www.cisco.com/web/partners/pr11/mscp/benefits/index.html

Consolidated info available by business role: Business Owner, Product Manager, Network Engineer, etc.


Managed/Cloud Services Insight GroupThought Leadership on Managed/Cloud Services

Subscribers can include:

All Partner types: MSPs, VARs, SIs, Distis, etc.

All Individuals interested in hearing the latest on managed and cloud services

Thought Leadership Features: Market perspectives, trends, & analysis

Webcats, podcasts, white papers, and more

Requirement: Interest in Managed/Cloud Services

No cost

No special membership

No designations/certifications

Automatic subscription for: Cisco Powered Program/MS Community MembersMSCP Partners


Partner Practice BuilderBuild a customized action plan for your services

Build a customized action plan for your service.Build a customized action plan for your service.Evaluate and prepare all aspects of your business for services roll-out.


Global Coverage

MSCP grants certification rights globally for all countries registered in our Partner database

MSCP allows two types of Partner-to-Partner (P2P) collaboration:

Requires a legal business presence and signed ICPA in each region

Global Partner Network:

Extends your geographic reach to support multinational customers

White Label (WL)

Extends remote monitoring capabilities

How does MSCP address the global nature of Managed Services?


Yes: Deal Standard Authorizations (DSAs) Technology Migration Program (TMP) Opportunity Incentive Program (OIP) Solution Incentive Program (SIP) Trade In Accelerator (TAP) Special promotions & incentives as outlined in the

promo terms and conditions

No: Value Incentive Program (VIP)

Program Combinations

Can MSCP be combined with other Cisco programs?

Program combinations does not imply direct discount stacking. See program details for applicability of program combinations.


2. Partner accesses the Certification and Specialization Application (CSApp) website.

3. Partner completes online application and agrees to the program terms and conditions.

4. Certification Program Manager notified of partner application submission.

5. Certification Program Manager reviews application and responds to partner within 5 business days of submission.

6. Certification Program Manager authorizes audit. Partner information is sent to third-party auditing firm.

7. Auditing firm contacts partner and account team to schedule audit.

8. Onsite audit occurs.

9. Auditor provides audit summary including actionable items to partner within 24 hours of audit completion.

10. Auditor submits full audit report to Certification Program Manager within 5 business days of audit completion.

11. Auditor report is reviewed by Certification Program Manager within 20 days of receipt. Confirms actionable items have been completed.

12. After action items addressed (if applicable) Certification Program Manager sends approval notification to partner.

Assess

Apply

Audit

Approve

Partner Application Enrollment Process

1. Partner to work with account team to determine if MSCP fits their business model.

1

23 4 5

6

7

8

9

10

11 12


Contact your local CAM or AM for more information

Resources

Register as a Cisco channel partnerwww.cisco.com/go/partnerregistration

Explore MSCP documentationwww.cisco.com/go/mscp

MSCP Onboarding KitMSCP BenefitsMSCP At-a-GlancePrequalification WorksheetsProgram Questions & Answers (QA)Partner to Partner Collaboration At-

a-Glance Read the detailed audit requirements

and program policieswww.cisco.com/go/audit

Apply for MSCPwww.cisco.com/go/csapp

MSCP Host/Agentwww.cisco.com/go/hostagent

What resources are available?



Cisco Powered Services for Master and Advanced Managed Services Partners

MPLS VPN

TelePresence Network Connection

Internet Service

IP Trunking

Metro Ethernet

Unified Threat Management

Firewall

Intrusion Prevention/Detection

Payment Card Industry

First Mile Wireless

Application Performance Management

Data Center Interconnect

WAAS

Private Cloud (IaaS)

Business Comms.

HCS (UCaaS)

Unified Contact Center

TelePresence

Cisco Powered Managed ServicesReflects capabilities in a particular technologyCisco Powered Managed ServicesReflects capabilities in a particular technology

Managed Services Master Reflects greatest depth of partner expertise

Managed Services Master Reflects greatest depth of partner expertise


Host BenefitsOwn customer relationship Deliver in remote location without incremental investmentManage end-to-end deal globally

Agent BenefitsIncremental revenue opportunityLeverage existing local processProvide proven capability at destination

Mutual BenefitsMaximize customer opportunityFaster adoption of new technologyGlobal deal deployment


Global Partner Network (Host-Agent)

Extend Your Global Footprint

Collaborate with other qualified Cisco partners to support customers in remote locations.

Managed Services Host requirements:

Managed Services-Master approved partner, including audited NOC

Select qualified Agent(s) to deliver your solution in remote locations

Negotiate terms and conditions with Customer and Agent

Manage the entire transaction

Managed Services Agent requirements:

Premier resale certified, or above, in the landed country

Specializations and/or ATPs to purchase restricted access products in landed country

Signed agent terms and conditions

If Cisco Services are attached, agent is required to use Cisco Branded Resale Services unless agent is a Service Alliance Partner or if Next Business Day delivery is unavailable.


NOC Delivery ModelWith Partner to Partner Managed Service

White Label Producer will be responsible for Service Activation, Incident, Problem, Change, and Configuration Management, Customer Engineer

White Label Marketer will provide Customer Relationship Management and Operational support

Relationship Management during Activation, Customer Management, Regular Stewardship, Account Management

Monitoring

Incident resolution

Problem Management

Patch Management

Elective Changes

Application Scripting

Customer

CRMOperational and Business issues

Technical issuesvia platform

Stewardship andEscalations

Partner White Label Producer

CE

CE


Producer BenefitsScaleIncremental revenue from distributed sales force

Marketer BenefitsExtend capabilities to address customer needsOwn customer relationship

Mutual BenefitsMaximize customer opportunityFaster adoption of new technologyGlobal deal deployment


Partner Collaboration White Labeling

Extend Your Capabilities

The Producer - develops and delivers a managed service, is responsible for the NOC management, monitoring and trouble resolution of the service.

The Marketer - re-brands and sells the service as if its their own, is responsible for managing all aspects of the customer relationship (CRM) as defined by the end user contract and Service Level agreement (SLA)

White Label Marketers at the Managed Services-Express level must:

Have a NOC, or contract NOC services with a qualified provider

Provide all customer relationship management

Have 2 full time CCNA's

Have 1 full time ITIL® Foundation trained employee

Have at least one Cisco-based service offering

Have a Cisco White Label Addendum and a contract with the Producer

White Label Producers must:

Be an approved Managed Services-Advanced or -Master partner

Have a Cisco White Label Addendum and a contract with the Marketer

Documents

© 2009 Cisco Systems, Inc. All rights reserved.Cisco Confidential 1 Managed Services Channel Program Next Generation WW Channels August 2010